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We present a new flavor spurion setup called Spontaneous Flavor Violation (SFV) that allows for new hierarchies in the couplings of new physics to quarks, including the possibility of preferential and large couplings to first or second generation quarks, in drastic opposition to minimal flavor violation (MFV). While new physics models with non-MFV hierarchies are usually ruled out by strong bounds from FCNCs, in SFV such currents are strongly suppressed via flavor alignment. SFV naturally arises in theories where the quark family number and CP groups are spontaneously broken at a UV scale. SFV can be applied to a broad set of theories, such as models with new gauge bosons, vector-like quarks, leptoquarks, models with multiple Higgs doublets, supersymmetry and to the Standard Model EFT expansion. As an example, we apply this novel flavor Ansatz to a 2HDM, showing that extra Higgs bosons as light as ~100 GeV with significant couplings to first or second generation quarks remain consistent with flavor and collider bounds. Such Higgs bosons may be copiously produced at LHC, and if they mix with the Standard Model Higgs they lead to significant enhancements of its couplings to light quarks. The SFV Ansatz provides strong motivation to develop new techniques at colliders aimed at finding new physics with generation-specific couplings, such as light quark taggers.